Study On The Relationship Between Theme Park Service Quality And Tourist Loyalty

As one of the trends of the future tourism, the development of theme park hasbeen given more concern of academia and the business community. Theme parkindustry in China has experienced three wave of development, and currently is in acompetitive situation with the state capital, private capital and foreign capital.According to the development experience of theme park at home and abroad, theessence of competition is the tourist market, and tourist loyalty is vital to thedevelopment of the theme park. At the same time, the theme park tourism as highlyexperienced activities, quality of service is particularly critical. The quality of servicehas a significant positive impact on customer loyalty has been generally endorsed inacademia. When it comes to the relationship between service quality and touristloyalty, the research of theme park is very limited. Therefore, from the perspective oftourists’ perception, through literature analysis, mathematical statistics, et al., thispaper explored the constituent elements of the theme park service quality and themechanism.of service quality dimensions and tourist loyalty.This paper proposed five-dimensional model based on the service quality model(PZB,1988), combined the literature reaserch with the features of theme park. Thefive dimensions of service quality of a theme park: Theme, Corporate image, Serviceefficiency, Staff, Humane care. And with the use of unweighted SERVPERF model,service-aware performance is used as a measurement of service quality. Amulti-dimensional perspective, the establishment of the theme parks each dimensionof service quality tourist loyalty relationship hypothetical model.This paper chooses Happy Valley in Shenzhen as the empirical study to validatethe hypothesis through empirical analysis. Studies have shown that the fivedimensions of service quality perceived service quality is affected, but the mostsignificant impact is theme image, corporate image, service efficiency. And thedimension of theme, Corporate image, service efficiency, humanities positively and significant impact on tourist satisfaction: theme, service efficiency, humanities andtourist loyalty significant positive correlation; visitor satisfaction has a significanteffect on the tourist loyalty.